How To Generate News Coverage Without Product Announcements

Generating news coverage without product announcements requires strategic thinking and strong storytelling skills. PR and marketing professionals face constant pressure to maintain media visibility between product launches, making it essential to master alternative news angles. By focusing on market trends, customer success stories, and executive insights, organizations can build meaningful media relationships and secure coverage that advances their business goals. This comprehensive guide will show you how to identify, develop, and pitch compelling news angles that attract journalists’ attention – even when you don’t have product news to share.

Understanding the Value of Non-Product News Angles

Traditional product announcements make up only a small portion of potential media opportunities. According to Muck Rack’s State of Journalism 2023 report, 68% of journalists say they prefer receiving pitches about trending industry topics over product launches. Additionally, 65% want to hear about company research and data, while 58% are interested in customer case studies. These statistics highlight the significant opportunity to generate coverage through alternative news angles.

Non-product news angles help organizations maintain consistent media presence, demonstrate thought leadership, and build credibility with key audiences. They also allow companies to participate in broader industry conversations and showcase their expertise beyond their product offerings. This approach creates more sustainable media relationships by providing value to journalists through relevant insights and commentary.

Identifying Newsworthy Angles

Market Trends and Industry Analysis

Journalists actively seek expert perspectives on emerging trends and industry developments. Monitor industry reports, analyst research, and market data to identify trending topics relevant to your organization. According to Cision’s 2023 State of the Media Report, 76% of journalists say providing expert analysis of industry trends makes a story more likely to earn coverage.

When developing trend-based angles, focus on:

• Changes in consumer behavior or preferences
• Emerging technologies affecting your industry
• Regulatory changes and their impact
• Economic factors influencing market dynamics
• Competitive landscape shifts

Support your analysis with credible third-party data and specific examples that illustrate the trend’s significance. This helps establish authority and provides journalists with compelling evidence to include in their stories.

Customer Success Stories and Milestones

Customer stories offer powerful social proof and real-world examples that journalists can use to illustrate broader industry trends. According to the 2023 Edelman Trust Barometer, 63% of people find customer testimonials more credible than company statements, making these stories particularly valuable for media coverage.

Strong customer stories should include:

• Measurable results and specific outcomes
• Quotes from customer executives
• Industry-relevant challenges and solutions
• Broader implications for the market
• Visual elements like charts or images

When pitching customer stories, connect them to larger industry narratives or current events to increase their news value. This helps journalists see beyond individual case studies to identify broader trends or lessons.

Executive Commentary and Thought Leadership

Executive insights can provide unique perspectives on industry challenges, market dynamics, and future trends. According to LinkedIn’s 2023 Executive Thought Leadership Report, 88% of decision-makers say thought leadership content influences their perception of organizations.

Effective executive commentary should:

• Address timely industry issues
• Offer unique insights or predictions
• Include supporting data or research
• Demonstrate deep industry expertise
• Provide actionable takeaways

Position executives as industry experts rather than company spokespersons. This approach makes their commentary more valuable to journalists and increases the likelihood of coverage.

Structuring Your Story

Writing Compelling Headlines and Leads

The headline and lead paragraph determine whether journalists will read your pitch. According to Prowly’s 2023 Media Relations Survey, 68% of journalists decide whether to pursue a story based on these elements alone.

Your headline should:

• Clearly state the news angle
• Use active language
• Include relevant keywords
• Avoid jargon or buzzwords
• Keep length under 65-70 characters

The lead paragraph must quickly communicate the story’s significance and main points. Focus on answering the key journalistic questions: who, what, when, where, why, and how.

Building a Strong Narrative

Structure your story using the inverted pyramid method, presenting the most important information first. According to the Associated Press Guide to News Writing, this structure helps journalists quickly assess a story’s news value and extract key information.

Include these elements in your story:

• Clear news angle in the first paragraph
• Supporting evidence and context
• Relevant quotes from key stakeholders
• Background information
• Call to action or next steps

Use transitions between paragraphs to maintain flow and keep readers engaged throughout the piece.

Pitching Best Practices

Targeting the Right Media Outlets

Research shows that 93% of journalists prefer receiving personalized pitches relevant to their beat (Muck Rack, 2023). Study potential media targets by:

• Reading their recent articles
• Following them on social media
• Understanding their audience
• Noting their preferred pitch format
• Tracking their editorial calendars

Create a targeted media list focusing on outlets and journalists who regularly cover similar topics or angles.

Timing Your Pitch

According to Cision’s research, 72% of journalists prefer receiving pitches in the morning, with Tuesday being the most effective day for outreach. Consider these factors when timing your pitch:

• News cycle and competing stories
• Publication deadlines
• Seasonal trends
• Industry events
• Market conditions

Monitor current events and adjust your timing to avoid conflicts with major news stories.

Measuring Success and Optimizing Results

Track key metrics to evaluate the effectiveness of your non-product news angles:

• Media placements and reach
• Message pull-through
• Social media engagement
• Website traffic
• Lead generation

Use these insights to refine your approach and improve future pitches.

Conclusion

Creating compelling news angles without product announcements requires creativity, strategic thinking, and strong storytelling skills. By focusing on market trends, customer successes, and executive insights, you can maintain consistent media coverage and build valuable relationships with journalists. Remember to research thoroughly, personalize your pitches, and measure results to continuously improve your approach. Start by identifying one or two potential angles from your organization’s existing stories and develop them using the techniques outlined in this guide. With practice and persistence, you’ll master the art of generating newsworthy coverage without relying on product launches.